Google Ads – Basics Knowledge To Get Started With Google Ads

Google Ads – Basics Knowledge To Get Started With Google Ads

Google Ads has become an essential platform for online advertising. Whether advertising in search results or through banner advertising, Google Ads is an indispensable tool for businesses of any size to reach new audiences and grow their sales.

What Are Google Ads?

Google Ads (which was previously called Google AdWords) is a platform created by Google that helps companies manage, compose and publish online ads. 

Specifically, this tool allows you to create two types of ads:

  • Advertising with banners or display advertising on third-party web pages. In this case, the platform connects companies that want to advertise with websites that reserve part of their space for advertising banners. Typical examples of display advertising are digital versions of the media, but there is a massive network of display advertising beyond. 
  • Like SEM advertising, compared to SEO strategies (which are free), Google Ads allows companies to pay to appear among the first positions on this search engine’s results page. This modality can be exciting for businesses since it will enable users to be shown to be actively searching.

Google Ads Basics


Campaigns are how a company’s advertising is organized in Google Ads. Thus, a campaign consists of a set of ads and keywords managed in the company account. 

Each ad group or campaign will have associated keywords and placements where the associated ads and offers will be displayed. 

Ideally, create a separate campaign for each type of ad. For example, a sportswear store should create various campaigns for its outdoor clothing and watersports clothing ads. They carry different keywords and might even have multiple locations or sales pitches. 

Pay Per Click

Pay per click, or PPC (for its acronym in English), is how Google Ads proposes that advertisers pay for advertising. 

Also known as CPC or cost per click, advertisers only pay Google each time a user clicks on their ad; that is, they use the link in the banner or on the results page. 

The concept is somewhat complex since the cost per click is not fixed: Google Ads considers a series of factors to determine it. Thus, some companies may pay euro cents for each user who clicks on their advertisement, while the price may skyrocket for other types of ads.

Ad Ranking

Ad ranking or ranking is how Google Ads has set it to determine the order in which ads are displayed on the results page. Following the ad ranking logic, the advertisement with the best score will be shown in the first position, the second in second position, etc. 

Achieving a good ranking is essential because this score decides to what extent your ad will be visible to users, or if it will not appear directly. 

To determine an ad’s ranking, Google Ads takes into account several factors, including:

  • The bid that the advertiser has made. That is, how much you are willing to pay at the most in your CPC.
  • The ad’s quality score, including the expected click-through rate, the relevance of the ad, and the possible user experience on the landing page.
  • The competition keywords.
  • The user’s search context (its location, the moment of the search, the device from which it is carried out.).
  • The ad and extensions’ expected impact, taking into account factors such as ad relevance, click-through rates.

In this way, an advertiser can bid higher, but another ad will be ahead of it. Google Ads has opened up endless possibilities for companies to expand their reach and reach more potential customers. However, to take advantage of its full potential, it is necessary to study the operation of this platform thoroughly. 

Also Read: Internet Advertising: What is Internet Advertising and Types


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